Findability is King When Building a Downline

Some companies live and die by word of mouth marketing. The relationships the seller builds with the client is transferred to the product or solution offered by the company. Interestingly enough, when a seller parts ways with a company the client often goes with them because the glue the relationship has binding it is that strong.

A multi-level marketing organization (MLM) counts on those relationships, established and newly formed, to build a bond from person to person. But what happens when “someone heard about the product, but didn’t have anyone to buy it from and couldn’t fin the product in stores?”

I asked that question yesterday of Jus International. Jus, as the name would suggest, offers a drink with 23 berries combined into a rich tasting concoction. Based in Boise, they have created buzz that has been heard all the way over in Japan.

So I asked the question quoted above and the answer was they’d have to search for us to find us. Search. They’d have to find a distributor. “How?”, I asked. Search.

Now those not familiar with an MLM may not know this, but a distributor is running their own business much like a franchisee. Their support materials, web site, business cards, training, etc. are created by the corporation. Distributors are prohibited from creating their own web site including blogs, etc. This makes search engine optimization on the organization’s web site all the more important. Quite frankly, if it is not found then their competitor will be,

The net of this post is simple. Regardless of your organization’s construct, scale or method of marketing, getting found is critical to your success.

Disclosure: George Seybold is the interim Chief Marketing Officer of Jus International.

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About This Post
Published: May 7, 2008
By: George Seybold

This article is filed under:
Search Engine Optimization | Search Marketing | Word-of-mouth

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